New IndyCar sponsor Verizon launching app

Verizon’s focus on developing exclusive wireless programming
for its handsets has led to a sponsorship and content deal with the Izod
IndyCar Series.

Verizon will soon launch
an IndyCar app that has live timing and scoring from events; driver and team
information; highlights; streaming of broadcasts; and social-networking links.
The deal makes Verizon one of the more integrated partners in the sport, with
sponsorship of Penske Racing’s Will Power to go along with its new series
sponsorship and content play.

The free IndyCar app initially will be available on Android
and BlackBerry devices. Future phases of development could make it adaptable to
other handheld devices as well.

The free IndyCar app will include live
timing from events, highlights
and streaming.

Verizon and the series did not release financial terms of
their deal, but industry sources said it’s a multiyear agreement valued at $1
million annually and gives Verizon the designation of official wireless carrier
of the series, in addition to the content.

Verizon is the U.S.
market-share leader in the wireless service industry. It has been running ads
featuring Power on ABC and Versus broadcasts of IndyCar events.

“They have a very aggressive marketing plan and they’re
looking for ways to bring greater benefits to their customers through unique
content,” said Greg Gruning, IndyCar’s vice president of sales. “For us, when
you talk about growing your fan base, this is a great opportunity because
Verizon brings 99 million subscribers.”

Gruning said the IndyCar Series’ ability to own and control
its assets was critical in making the deal happen. IndyCar owns its website as
well as the live and archived digital content that comes from the track.

Verizon’s motorsports marketing agency, Indianapolis-based
Just Marketing International, worked with the company on the deal.

Verizon is still planning how IndyCar will come into play at
its retail locations, but creative and promotional plans are in the works.
Verizon also has a NASCAR Nationwide Series sponsorship at Penske and is in the
final year of sponsoring Penske’s Sprint Cup car driven by Brad Keselowski.